media studies

1. New and digital media

2. What is new and digital
media?
• The new age of technology that utilises the internet
and the latest technological equipment, software etc
• Web 2.0
• Social networks/social media
• Digital natives/immigrants
• Mobile phone technology (example chance the rapper
using an i-phone to film his music video)
• VR headsets (gaming)
• Camera technology – HD
• Streaming
• Netflix, Now TV, Amazon Prime, Hulu, (share)

3. What contemporary media
issues can you think of that
relate to new and digital
media?

5. New and digital media terminology
You may find that you are familiar with many of
these already. These terms should be used
accurately if answering the new and digital
media question in the exam.

6. Software and hardware
• Hardware – the physical technology (eg a
computer)
• Software – the programmes that are installed,
downloaded or uploaded to the hardware (eg
Photoshop)

7. Media technology
• The technology and devices that we use to make or
access media texts.
What major developments in media technology are you
aware of that may have impacted on:
• The film industry
• The music industry
• The television industry
• The radio industry
• The print press
• Online/the internet

8. Film industry
• CGI continues to change action films. Quicker, cheaper,
easier to produce and more convincing (verismilitude).
The Jungle Book,
• DVD sales are plummeting because of the ease and
cost of access for streaming and youtube.
• Smaller, cheaper technology opens up the industry to
non-professionals.
• Viral success is more prolific.
• Social media can make or break a film – Slumdog
Millionaire, Batman vs Superman
• Films representing social media like Unfriended or in
their marketing campaigns -

9. Music industry
• UK Charts based on downloads as opposed to JUST
single sales. Ed Sheeran had 9 out of the top 10 from
one album.
• Spotify has enabled audiences to stream. Paid
subscription enables you to cut advertising. Negatives
– money, artists do not earn as much from plays, Taylor
Swift and Beyonce have refused to engage.
• Tidal (Jay Z and co) not very sucessful
• Apple Music
• Sound cloud
• Shazam.

10. Television industry
• BBC3 went exclusively online. Budget cuts to the BBC
‘forced’ them to move online. They argue that this reflects
the way in which youth audiences consume TV now.
• Dual screen is impacting on it.
• Streaming and subscription services too.
• Increased number of digital channels and formats to watch
makes it competitive.
• Social media enables audiences to review TV (Positive and
negative)
• Planet Earth and Bake Off popular with youth audiences
• Live streaming social media such as Periscope and facebook
live – Audiences live streaming before broadcast runis TV
viewing.

11. Radio industry
• Podcasts continue to increase in popularity.
• Independent creators can create podcast material at home – use
your phone, inbuilt microphones on computers, can edit sound with
free software. Possible issues with music regulation.
• Audio editing software – Audacity, Garageband.
• Declining industry figures. Radio is targeted at a mass audience.
Spotify etc is specific to your needs and interests (psychographics)
• Ben Cooper (head of Radio 1) wants things to be more cross
platform – incorporating music video for example to remain
contemporary.
• See media podcast on Radio.
• Increased cross platforms include – live lounge, viral videos,
webcams, charity events etc

12. Online

13. Web 1.0 and 2.0
• Web 1.0 – the first incarnation of the internet.
Information that could be read or observed
only.
• Web 2.0 – internet facilities and websites that
enable you to affect the content that you see
by commenting, uploading content, changing
the layout and content etc
Can you think of any examples of web 1.0 and web 2.0 websites?
What are the benefits of each?

14. Marc Prensky - Digital natives and
digital immigrants
Read through Prensky’s thoughts on digital
natives and immigrants.
How could you apply this audience theory to
some of the media texts that you have explored
this year? Can you find evidence of them as a
target or secondary audience? Can you link it to
institutions and their production methods?

15. Digital immigrants issue with
digital natives?

16. • Positive and negative impact of this
proliferation of new media on digital natives?

17. Technological
Convergence
• ‘The trend for different technologies for the delivery of
content to start to resemble one another.’
• For example, television sets will increasingly resemble computers
while computers will increasingly resemble televisions; both will be
used to download moving images from the internet, and eventually
the distinction between the separate technologies are likely to be
erased.
• Such convergence has been made possible as a result of the
evolution of digital technology.
• Can you think of examples of technological convergence?

18. Technological convergence

19. Technological convergence

20. Cross Media Convergence
• ‘Hardware and software coming together
across media, and companies coming
together across similar boundaries. This
makes the distinction between different
types of media and different media
industries increasingly dubious.’
• ’Media institutions delivering their
product on more than one media channel’

21. What is the impact?
• Negative?
• Film Piracy
• Positive?
• Reach audiences quickly
Can you think of any others?

22. Technological determinism
• Technological determinism provides a link between
technology and society’s nature.
• It tries to explain as to whom or what could have a
controlling power in human affairs. The theory questions
the degree to which human thought or action is influenced
by technological factors.
• The term ‘technological determinism’ was coined by
Thorstein Veblen and this theory revolves around the
proposition that technology in any given society defines its
nature. Technology is viewed as the driving force of culture
in a society and it determines its course of history.

23. Technological determinism
• In other words:
Belief that technology is the agent of social change
Technology moulds society and changes our
behaviours and interactions
Can you think of any examples of this?

24. Technological determinism
• Links to IDENTITY and NEW MEDIA TECH –
Developments in camera technology have resulted in a
front facing camera which has encouraged
audiences to take forward facing photos (‘selfies’)
This has been used by young female audiences in
particular to construct their identity. They can
control lighting, angle, mise en scene and edit. This
produces an edited, hyper-real representation that
can encourage audiences to believe that it is true.
Snapchat enables consumers to use filters to affect
their image which they can then share using the
internet, social media sites, apps etc worldwide.
Kylie Jenner uses this to create a hyper real and fun
image that influences young female audiences in a
personal integrative way.

25. • Twitter – politics/ISIS/Fake news
• Live streaming – FB live/web cams etc
• Dual screening
• Dependency theory – apps are easy to access.
We are becoming dependent on certain
outlets as trustworthy news sources and this
in itself causes problems
Technological determinism

26. Digital revolution
• The Digital Revolution refers to the
advancement of technology from analogue,
electronic and mechanical devices to the
digital technology available today. The era
started to during the 1980s and is ongoing.
The Digital Revolution also marks the
beginning of the Information Era.

27. A2MediaStudies@KKS
GLOBALISATION
Globalisation refers to the way in which, in contemporary society,
distant countries are inter-related and connected together by trade
communication and cultural experiences. The global sales of film, TV
and media products , along with the Internet bring people in
developing countries into direct contact with western media products.
Consider the global reach of companies such as Disney, News
Corporation and Time Warner. Their products can be seen globally
facilitated by satellite and the Internet. It has been argued that in an
increasingly globalised world there is a danger that local cultures
become eroded and replaced with a single, ‘standard’ culture. - This is
known as Cultural Homegenisation

28. A2MediaStudies@KKS
CULTURALIMPERIALISM
Cultural Imperialism is a process by which one country dominates
other countries’ media consumption and consequently dominates
their values and ideologies. Consider the number of television
programmes and films produced in the USA that are shown
throughout the world.
A political-economy perspective argues that the homogenisation of
culture and communication leads to shared values and ideologies.
The USA dominates world media with 85% of the global film market
and 68 % of the television market. A cultural imperialism perspective
argues therefore that American values and ideologies are imposed
upon the rest of the world , through media texts

29. Some other terms…
• App
• Streaming
• Download
• Upload
• Dual screening